Research On Marketing Strategy Of Wealth Management Business Of S Securities Company Under The Background Of Internet Finance

With the rapid economic growth,my country’s wealth management market has ushered in vigorous development.At the same time,the development of Internet finance,on the one hand,has made the competition among securities companies more incentivized,and the commission war has intensified;on the other hand,it has also brought new opportunities to small and medium-sized securities companies.The rise of Internet finance and wealth management markets has changed the way securities companies serve and acquire customers.Under this circumstance,the traditional marketing methods can no longer meet the development needs of S Securities Company’s wealth management business,and the marketing methods need to be adjusted urgently.Following the research idea of "discovering problems-researching problems-solving problems",this thesis studies the marketing strategy of S securities company’s wealth management business.Firstly,the relevant literature materials are analyzed and sorted out,and the relevant concepts,theoretical basis and analytical tools of this research are expounded.Secondly,it introduces the basic situation of S securities company,the general situation of wealth management development and the current situation of wealth management business marketing strategy.It is found that the current marketing strategy of S securities company can no longer meet the development needs of wealth management business.At the same time,using the questionnaire survey method to investigate the employees of S securities company,and analyze the problems existing in the current marketing strategy of S securities company’s wealth management business.Thirdly,using PEST analysis tool,it analyzes the macro environment of wealth management business;using Porter’s five forces model,it analyzes the competitive environment of S securities company’s wealth management business.Using the STP analysis tool,the market positioning of the wealth management business was carried out.Then,by drawing on the 7Ps marketing theory,combined with the actual situation of S securities company,from the seven dimensions of product,price,channel,promotion,service process,personnel and tangible display,the optimized marketing strategy is proposed.Finally,in order to ensure the effective implementation of the marketing strategy,this thesis also formulates relevant safeguard measures for S securities company from five aspects,including comprehensive service capability guarantee,financial technology empowerment technical guarantee,refined operation guarantee,flattening Organizational guarantee and "customer-centric" corporate culture guarantee.This thesis optimizes the marketing strategy of S securities company’s wealth management business,and makes specific contributions to the development of S securities company’s wealth management business,which is of great significance to the development of S securities company.At the same time,it also provides experience and reference for other securities companies to develop wealth management business.